THE RISE OF VISUAL STORYTELLING 19 timeframe, Coach’s user-generated campaign secured an average of 80 images per week and stretched the content across its website, a Facebook album, Pinterest board, live events, and blogger and influencer outreach. The end result was a continuous stream of highly editorial images similar to what you might see on a fashion blog or in a magazine. Not to be outdone by their B2C counterparts, a reported 91% of B2B companies are now using content marketing tactics to reach their tar- 23 get audiences. With the top social media platforms ranking from LinkedIn, to Twitter, Facebook, and YouTube, B2B companies are also embracing visual content to enhance their content marketing strategies. From assisting with lead gener- ation and customer retention, to augmenting expertise and industry leadership, the value of visually relevant content is rising in importance. HubSpot is a fantastic example of a B2B company that leverages visual content and storytelling across a number of social media channels. While many of the company’s social media chan- nels are impressive, HubSpot’s Pinterest presence showcases how B2B companies can let their per- sonality and creativity shine in a way that encourages engagement with influencers and prospective clients. With boards dedicated to company culture, helpful e-books, webinars, and infographics, the visual content shared is a mix of informative, humorous and